Abstract [en]

The following Bachelor thesis is analysing how the Swedish armed forces promotes women in order to attract them to their organisation. Specifically it investigates (1) "How does the Swedish armed forces break the social norms of what it means to be a soldier?" (2) "How do they present a gender equal division of labour?" (3) "How do they try to affect women´s attitude towards the organisation?" This study investigates the Swedish armed forces, an organisation with a great underrepresentation of women. The underrepresentation of women is something that the Swedish armed forces openly tries to change through their marketing. This thesis is a single case study with both qualitative and quantitative approach, using Harding´s gender process theory in a descriptive design. By gathering television commercials from the Swedish armed forces user page on YouTube, I explore how the Swedish armed forces tries to minimize the underrepresentation of women. Their strategies are analysed by using Harding´s three gender processes. The results show that the organisation is active in all three processes, but focuses on breaking the social norms of what it means to be a soldier.